Sanitarium appoints Slingshot as media agency

FMCG brand Sanitarium’s media strategy and planning will be conducted by independent agency Slingshot after the company evaluated “a number of alternative agency options”.

Mumbrella understands the food giant’s media buying account will remain with Carat.

Simon Rutherford, CEO of Slingshot, said securing an account such as Sanitarium was “extra special”.

“Sanitarium has a number of iconic brands in stable that are household names, brands including Weetbix, Up & Go and So Good. We’re really looking forward to getting on with the work,” he said.

He also spruiked Slingshot’s point of difference as an independent operation.

“Slingshot’s core purpose is to take brands and people further, faster. Everything we do is designed to deliver on this vision each and every day. Like most businesses, we actually stand by our values and they guide us from the clients we work with to the way we deliver our work. It’s great to welcome new business that aligns well to our values-based approach.”

The general manager of marketing at Sanitarium, Daniel Derrick, agreed that the groups’ values aligned.

“We are impressed with the way that Slingshot approaches media strategy and buying. We like what Slingshot stand for and we are looking forward to working with their team on our brands.”

In June, Sanitarium appointed The Works to the creative account for its Up &B Go breakfast drink.

UPDATE 5:00pm: Mumbrella was previously told Slingshot would be undertaking the “media strategy, planning and buying” for Sanitarium. Mumbrella now understands Slingshot will conduct the strategy and planning, while buying responsibilities will remain with Carat. The article has been updated to reflect this. 


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